How to build combos and kits to increase average order value in delivery

Many people try to increase average order value by pushing an extra item at the end of the order. It works sometimes. But there is a smarter way: building combos and kits that guide the purchase toward a higher value from the very start.

The core idea is simple. The customer needs to feel they are getting more value. The operation needs to maintain margin. When these two sides meet, the combo becomes one of the most powerful tools in the digital menu.

Combo and kit are not the same thing

Both help you sell more, but they serve different roles.

Combo

A combo usually groups items for immediate consumption, with a practical and quick decision logic.

Examples:

• burger + fries + drink;
• main dish + dessert;
• pizza + soda.

Kit

A kit tends to have an appeal around occasions, gifts, sharing, or experiences.

Examples:

• dinner for two;
• family combo;
• breakfast kit;
• açaí kit to assemble at home.

A simple way to tell them apart:

Format	Best use
Combo	increase average order value on everyday purchases
Kit	sell an experience, a gift, or shared consumption

How to structure a combo that feels like a deal and increases margin

The most common mistake is building a combo with only the best-selling items, without looking at margin.

The right combo combines:

• a high-desire anchor item;
• a complementary item with a good margin;
• a clear sense of savings;
• simple assembly for the operation.

Practical example:

If the burger is the star and the fries have a good margin, the combo can increase the final order value while giving the customer a sense of benefit.

Structure	Effect
strong main item	draws attention
side with good margin	improves results
drink or dessert	raises average order value
attractive fixed price	makes the decision easier

The best combo is not the one with the highest discount. It is the one that:

• shortens the decision process;
• increases cart value;
• preserves margin;
• is easy to produce.

Which categories pair best

Some combinations work better because they already make sense to the customer.

The most common are:

• drink + main dish
• dessert + main dish
• starter + main dish
• combo for two
• family combo

The logic is simple: the add-on needs to feel natural, not forced.

If the customer would already tend to buy the items together, the combo reduces friction. If the combination feels artificial, they sense that the brand is just trying to push a product.

Where to position the combo in the digital menu

Even a great combo sells poorly if it is buried.

In the digital menu, it needs to appear early in the navigation.

Best practices:

• place a dedicated combo section near the top;
• highlight a combo of the day or the week;
• use names that are easy to understand;
• avoid too many options;
• clearly show what is included.

Instead of five nearly identical variations, it is often better to work with two or three very well-crafted combos.

With Quickap, you create the combo section in your digital menu, configure the included items, and publish in seconds — with the section appearing at the top of the navigation so customers see it before any other part of the menu.

Examples by segment

Each type of operation can use combos in a different way.

Burger joint

Works well with:

• sandwich + fries + drink;
• couple's combo;
• extra dessert with a small upgrade.

Pizzeria

Works well with:

• pizza + soda;
• large pizza + stuffed crust + drink;
• two-pizza combo for groups.

Meal prep / lunch boxes

Works well with:

• meal box + drink;
• meal box + simple dessert;
• weekly or weekday kit.

Açaí shop

Works well with:

• base cup + selected toppings;
• couple's combo;
• family kit with toppings served separately.

A quick overview:

Segment	Combo that tends to work
Burger joint	main + side + drink
Pizzeria	pizza + drink or crust upgrade
Meal prep	dish + drink or dessert
Açaí shop	base + add-ons or shared combo

How to avoid a combo that complicates operations

Not everything that sells more is worth it if it disrupts production.

Before publishing a combo, check:

1. can the kitchen assemble it quickly?
2. do the items have good turnover?
3. does inventory support it?
4. does the packaging work well?
5. does the customer easily understand what they are buying?

A good combo simplifies the customer's decision. A bad combo complicates operations and creates order confusion.

How to use kits for dates and occasions

Kits work especially well on special dates, campaigns, and shared consumption.

Good examples:

• dinner for Valentine's Day;
• family combo for Sunday;
• kids' kit;
• seasonal themed combo;
• gift-worthy kit with a special dessert or drink.

Here, perceived value increases because the customer is not just buying food. They are buying convenience, context, and an experience.

Average order value grows better when the combo starts out strategic

Increasing average order value is not about charging more for the sake of it. It is about building an offer that makes sense.

When a restaurant organizes its combos and kits well, it can:

• sell more per order;
• make decisions easier;
• improve margin;
• highlight the right products;
• give more visibility to higher-profit items.

In delivery, a well-built combo sells because it helps the customer choose. And at the same time, it helps the restaurant earn more without coming across as pushy.

Create combos in my digital menu →